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Entain plc Social Impact at Entain
We are Entain
Everything we do is for Entertainment.
We are bold, ambitious and disruptive. Our purpose is to bring
moments of excitement into people’s lives.
Key facts
Corporate Technology
• Member of the FTSE 100 • Full integrated proprietary tech platform
• Licenced in 27 jurisdictions • Full product suite
• Offices in 18 territories across five continents • Integrated retail and omni-channel solution
• >24,000 full time employees and fixed-term contractors • Growth ready – extremely scalable
• Our brands have a combined heritage of over 250 years • Highly stable and secure with 99.93% service availability
• Member of FTSE4Good and DJSI ESG indices • 3,000+ IT staff
Financial Customer
In the 2020 financial year, on a proforma basis, Entain: • More than 20 major established B2C gaming brands
• Generated £3.6bn of NGR and £843m of underlying EBITDA • The UK’s leading high street bookmaker with >3,000 betting
(post IFRS 16) shops under the Ladbrokes and Coral brands
• Underlying operating profit of £530m (post IFRS 16) • Bets accepted in 33 languages, and 42 currencies
• Processed £11.8bn of sports wagers
Leading Global brands Employees and contractors
24 c.24,000
TM
Languages
20+ 33
Entain plc | Social Impact at Entain
3
Contents
02 We are Entain
04 A message from our CEO
05 About this report
06 Social Impact at Entain
07 Our impact
08 Safer betting and gaming
12 Promoting grassroots, women’s
and disability sport
14 Promoting diversity in technology
16 Supporting local communities
where we operate
18 Concluding remarks from the
Chair of the Board ESG Committee
19 Acknowledgements
Entain plc | Social Impact at Entain
4
Introduction
A message from
our CEO
Welcome to our Inaugural As part of this Charter, we have
committed to investing in our people and
We also created new initiatives to support
vital sports and community work around
Social Impact Report! local communities, as well as striving to the globe.
become the world leader in our approach
This report tells the story of many of the
At Entain, we have proudly put to safer betting and gaming. To help us
organisations and communities that we
sustainability on an equal footing to deliver on these objectives, we formed
support. As we adapt to the post-Covid
our growth story. We want to take the the Entain Foundation and committed
world, we will continue to increase our
lead on the issues that matter to us – to contribute £100m over five years to
support for the impactful partners that we
sustainability, diversity and responsibility. partner organisations that are doing
work with – both in monetary contributions
In November last year we launched our impactful work in local communities and
and in-kind support – to ensure we all
new Sustainability Charter as part of providing cutting edge academic research.
emerge from the pandemic stronger.
our rebranding to Entain, which puts A year in, we are producing this report to
addressing these issues at the heart of share our progress so far, and our vision At Entain we have set out a bold and
everything that we do. for the future. ambitious vision for our business: be
the world leader in betting, gaming and
Throughout 2020 and 2021, Covid-19
interactive entertainment while providing
has caused unprecedented uncertainty,
the safest possible gaming environment.
loss, and challenges to our communities
In practice, delivering that purpose
and broader society. In response, we
means putting our customers’ interests
stood by our partner organisations and
at the centre of every decision we make;
commitments, including staying true to
promoting a best-in-class approach to
our pledge to donate 0.25% of our UK
corporate governance and the operation of
gross gaming yield (GGY) in 2020, to
our financial affairs; making Entain the best
research, education and treatment (RET)
place to work by creating an inclusive and
initiatives through GambleAware, and still
rewarding environment; and supporting
committing to increase this to 0.5% of GGY
the communities in which we operate.
to GambleAware alone (estimated at over
£9m) in 2021, and then up to 1% of GGY. Our contributions to partner organisations
play a key enabling role in delivering
on these ambitions. I hope you enjoy
reading our first Social Impact Report and
learning about the work we’re doing with
our partners, and the communities and
individuals we support together.
Jette Nygaard-Andersen
CEO, Entain plc
As we adapt to the post-Covid world,
we will continue to increase our
support for the impactful partners
that we work with – both in monetary
contributions and in-kind support
– to ensure we all emerge from the
pandemic stronger.”
Introduction 5
About this report
Our inaugural Social Impact Report explores the positive
outcomes that we’re supporting through our contributions to
partner organisations. Our Social Impact is mentioned in our
other flagship reports, but we wanted to dedicate a standalone
report to go into more detail about our work and impact.
The primary focus of this report is the work that we’re enabling
through partner organisations via charitable contributions and
community investments.
In this report, we introduce our key focus
areas of social impact, sharing some of
our headline findings and case studies
from around the world. We also outline
how we plan to improve our approach
to measuring and maximising our social
impact in the future.
To produce this report, we asked our key
partner organisations about the impact
they’re having in delivering their mission,
how they’re measuring this impact, and
how Entain has played a role in enabling
their work. What follows explains our
approach to Social Impact, case studies
and some statistics about how we
support and deliver positive impact in the
communities where we operate.
Where we report data, these figures are
pro-rated based on the scale of Entain’s
contributions, unless otherwise stated.
Entain plc | Social Impact at Entain
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Social Impact
at Entain
We aim for our impact on society to be positive, whether in terms of creating a great
place to work, supporting communities, and promoting diversity and healthy lifestyles,
and entertainment. Our work with partner organisations helps bring this ambition to life.
About the Entain Foundation
We originally launched our Global Foundation in September 2019 The work of the Foundation supports the Group’s pioneering
to help deliver the Group’s ambition to take the lead on safer betting Sustainability Charter and wider ESG initiatives, and plays an
and gaming and support the communities in which we operate. integral role in delivering against the Charter’s pillars of People
In November 2020, the Group and its renamed Entain Foundation and Communities, and Responsibility (Safer Gambling).
committed to investing £100m to good causes over five years.
How our social impact focus supports the Entain Sustainability Charter
Entain Group Sustainability Charter
Regulation Responsibility Corporate governance People & communities
Only operate in regulated Taking the lead on Best-in-class standards of Creating the best place to
markets by 2023. responsible betting and corporate governance. work, net-zero emissions
gaming. by 2035, and supporting
the communities where we
operate.
Impact areas
of focus
Social
Safer betting and Grassroots, women’s and Diversity Projects in the communities
gaming disability sport in technology where we operate
We support partner Sports and sports betting As a technology company Our operations are truly global
organisations that are engaged are what we do. We give at heart, we are supporting – embedded in communities in
in research, education and back by supporting the next organisations that are working over 15 countries.
Why it matters
treatment of problem gambling crop of athletes, and work with young people that may
to bolster our internal Changing with organisations that are currently be underrepresented in
for the Better safer betting and making sport inclusive to bring the tech talent pool. Promoting
gaming strategy. everyone into the game. tech careers and ensuring
that the future talent pipeline
is inclusive, making sure that
Everyone’s in the Game.
Our Social Impact is closely aligned with several of the United Nations Sustainable Development Goals (SDGs),
with each focus area mapping directly to one or more of the Goals.
Entain plc | Social Impact at Entain
Social impact at Entain 7
Commitments
Our impact
By 2024 Safer betting and gaming
we will invest over £100m in our partner
organisations.
8
We will peer reviewed articles produced by the Harvard Faculty Division
on Addiction – contributing to the body of knowledge and leading
continue to increase the proportion of UK to several internal improvements, including improved training
GGY to Research, Education and Treatment for our teams, new customer threshold checks and improved
(RET) of betting and gaming related harm algorithms to identify potential signs of harm.
to 1%, significantly higher than minimum
voluntary requirement of 0.1%.
By 2030 8
world-class researchers1 supported by Entain funding, working
we aim to have impacted the lives of at the cutting edge of safer betting and gaming and player
1,000,000 people by giving them access to protection research.
technology education, through one of our
internal programmes or that of our partner
15,000+ 67
organisations.
Net zero young people reached by our
safer betting and gaming
people receiving vital
treatment for betting and
awareness raising and gaming related harm,
greenhouse gas emissions in our own
prevention programmes with funded by Entain through
operations and value chain by 2035.
GamCare, YGAM and EPIC Cognacity@Leon House
Risk Management. since 2019.
Our contributions
£15m+
Grassroots, women’s and disability sport
expected to be contributed in 2021, including:
68 15,000
£12m+ safer betting and gaming up and coming elite athletes young athletes participating
initiatives. supported in the UK and in the UK Trident Leagues
Greece. which are supported by our
£693,000 to supporting athletes and flagship Pitching In initiative.
sports organisations.
£1m+ contributed to various
other organisations globally. Diversity in technology
15+ 50,000
strategic partner women reached both with Entain and through our partnerships
organisations supported in with organisations including Girls Who Code, inspiring young
2021 together with many women to start and develop a career in tech.
smaller operations around
the world, including support
for local health and social Supporting the communities where we operate
outreach charities providing
direct support in their
116 714 15
communities.
oxygen marginalised apprenticeships
concentrators women, children supported
providing critical and families for essential
support to across Africa paramedic roles
hospitals in India supported with London
in response to through our Ambulance
the Covid-19 partnership Service via
pandemic. with Chance for Apprenticeship
Childhood. Levy transfers.
1
Full-time equivalent
Entain plc | Social Impact at Entain
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Safer betting
and gaming
Our contributions to partner organisations support the delivery
of the Group’s Changing for the Bettor safer betting and gaming
strategy. Our work with our partner organisations supports this
strategy across three key focus areas.
Supporting Raising awareness Providing
academic research amongst key treatment for those
stakeholders who need it
• Research papers • Training • Support and assessments
• Building credible institutions • Outreach and awareness • Intensive treatment
• Generating interest in training • Improving retention
advanced methods of • Signposting to high-quality
gambling research resources
• Using findings in our own
operations
As part of our operations in the UK, in These organisations that are leading on
2021 we will contribute 0.5% of our ground-breaking safer betting and gaming
Gross Gaming Yield (GGY) to support initiatives and research. We also leverage
Research, Education and Treatment (RET) the expertise of our academic partners to
of problem gambling. These contributions ensure our own player protection culture,
are provided to GambleAware – a wholly processes and decisions are informed by
independent grant-making charity that scientific research and lived experience.
has a framework agreement amongst the
In the USA, as an increasing number of
Industry to deliver the National Strategy to
states launch regulated betting markets,
Reduce Gambling Harms.
we also are scaling up our level of support
In this section we outline the contributions of safer gambling organisations to ensure
we make that are in addition to those to that the correct support processes and
GambleAware. pathways are established in these new
and growing markets.
Entain plc | Social Impact at Entain
Safer betting and gaming 9
Supporting research USA
into problem gambling Developing a pioneering research
initiative with the University of Nevada,
Our research partnerships help us deliver on our Las Vegas (UNLV)
commitment to contribute to the development of an For more than 25 years, UNLV
International Gaming Institute (IGI) has
independent and credible scientific literature dedicated to provided research-based solutions,
betting and gaming, that can assist in practical development cutting-edge insights, and executive
education to the gaming industry.
and evidence led improvements to our processes and Described as the “global intellectual capital
understanding of gambling harm and its causes. This of gaming” by former Nevada Governor
supports the wider body of knowledge and understanding Brian Sandoval, IGI houses several
excellence initiatives, each addressing
of the issues, but also informs our leading player protection a vital need in global gaming research.
practices – especially as part of our innovative Advanced These include the Center for Gaming
Innovation, the International Center for
Responsibility and Care™ (ARC™) programme. Gaming Regulation, the Expanding the
Leaderverse initiative, and the Hospitality
Global This important research is published in & Esports Innovation Lab.
peer-reviewed and high-impact scientific
Supporting advanced gambling research In September 2021, we provided a
research articles, with worldwide
methods and open science principles founding grant to the IGI to establish a
circulation. The journals include
with Cambridge Health Alliance pioneering betting and gaming research
Psychology of Addictive Behaviors, PLOS
Division on Addiction, a Harvard Medical initiative which, for the first time in the
One and International Gambling Studies.
School Faculty US, would combine scientific research
As well as the support for conducting with operational expertise to apply best
In 2019 we committed to a five-year research, the team at Harvard are practice in responsible gambling, policy,
collaborative with the Division on Addiction, helping us change for the better, including and health. Using a multidisciplinary
to engage in a robust academic research comprehensive reviews of 14 training approach, the IGI plan to take a holistic
and responsible betting and gaming programs, two teach-in seminars with look at all aspects of betting and gaming
training agenda. This is a ground-breaking select Entain employees to assist in from various perspectives, including
partnership in the area of betting and the digestion and understanding of the problem gambling, responsible gaming,
gaming research. This bold move has findings, and the creation of four research public health, education, economic
challenged some of the toughest areas and snapshots with graphical summaries of impacts, research, and technology.
questions in research around addiction, published research. The centre is planned to launch in 2022.
and with a full commitment from Entain to
improve player protection as a result. In addition, our support has led to a
The findings thus far have covered a range Our collaborative with Harvard has ongoing published report – Marketing Moment –
projects in four key areas: aimed at informing critical conversations
of areas from data-level behaviour findings,
to reviewing existing literature on important Player data research projects on advertising as played out in the US
areas of debate. These findings and the Using real-life, anonymised player records sports betting and gaming setting.
Faculty’s expertise have led to several from Entain to contribute to a growing body Drawing on evidence and insights from
internal improvements, including improved of knowledge revealing the nature of actual other jurisdictions and bringing together
training for our teams, new customer online gambling. These projects help refine our experts from the fields of law, operations,
threshold checks and improved algorithms understanding of evidence-based markers of regulation, problem gambling, responsible
to identify potential signs of harm. disordered gambling and expand our search for gaming, and sociology. The report sheds
potential markers. light on a series of advertising issues
Our ongoing support for the collaboration Safer betting and gaming training projects that arise in the online sports wagering
currently funds the equivalent of eight sphere and provided recommendations
Disseminating learnings from the research to
full-time researchers: six researchers at the employees through various training activities. for moving forward. Some of the key
doctoral level, a part-time researcher at Includes reviews of existing Entain employee recommendations include:
the masters level, and two researchers at training materials, and the development of
the baccalaureate level. research snapshots that will provide summaries, • Sports gambling operators should
highlights and implications of Harvard’s ongoing ensure that advertising does not target
We also currently support one extramural research. vulnerable populations, particularly
research partnership with the University youth.
Open science projects
of Sydney that supports two doctoral
level researchers part-time. Entain not Projects that relate to the Division’s and Entain’s • The media also has a role to play,
only provides funding but gives access commitment to the highest standards, and particularly in today’s digitized era.
upholding the principles of academic freedom.
to anonymised data from player records, • Restrictions pertaining to sports
In addition to engaging in open science practices
ensuring that the research is based on for these research projects, including research wagering messaging should be put
real-life data and behavioural patterns. pre-registration and data transparency, the in place with certain social media
Division has engaged in multiple projects and accounts – especially platforms that are
Now in its third year, the program has
papers to advance the field of gambling studies
progressed beyond expectations. It was particularly popular among under-age
toward more open science practices.
originally expected to produce three papers groups.
annually, but in two and a half years the General research projects
• Finally, the industry should ensure that
research teams have already submitted 11 These projects address important areas in
the field of gambling studies. So far, they its messaging is responsible, both in
papers for review and has an additional
have included a study on the state of the terms of content and location.
four papers in active development for
literature about gambling and self-harm and
submission to peer review.
understanding gambling product safety features.
Entain plc | Social Impact at Entain
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Raising awareness amongst UK
our key stakeholders Supporting the Young People’s Gambling
Harm Prevention Programme with
We also support organisations that are running cutting- GamCare and YGAM
edge prevention programmes for key stakeholder groups We support leading charities YGAM
and GamCare through the Betting and
who are at a higher risk of harm. Gaming Council. By 2024, YGAM and
GamCare aim to work with a minimum
As we look to develop new products of 13,492 practitioners and partner
for the nascent esports betting and organisations, resulting in millions of young
wagering markets, we are supporting people aged 11-19 receiving at least one
EPIC to educate and empower players, awareness session during their secondary
management teams and the wider esports or further education.
audience to avoid the risks of harm. This
Entain support has allowed the
includes our support of EPIC’s partnership
programme to expand its reach – with
with the Counter-Strike Professional
additional outreach staff and educational
Players’ Association (CSPPA). Announced
technology, there has been an increased
earlier in 2021, it is a first-of-its kind
focus on creating high-quality, innovative
safer gambling esports partnership to
resources which helps deepen the impact
UK / USA provide ‘impactful and proven awareness,
on communities.
education, and risk-management
EPIC Risk Management
programmes’ to CSPPA members through By the end of this year, the programme is
EPIC Risk Management is a leading a series of harm awareness sessions. expected to have delivered training to 4,500
provider of advice, training and expertise young people. 90% of those participating
in minimising and preventing harm. reported that they better understand how
In addition to commissioning EPIC to to make safe choices about betting and
provide training sessions to Entain gaming, and where to get help if they were
colleagues, we support EPIC to reach [Betting and gaming] is a topic experiencing problems.
vulnerable populations and deliver that we take very seriously here In the year ahead, the programme will
awareness and harm minimisation focus on recruiting a youth advisory
programmes. at Monmouth and these sessions
board to embed the opinions and views
are providing our students with of young people at the heart of the
In the UK, we supported EPIC’s State
Schools programme between 2019- an increased understanding of programme. The continual improvement of
2021. EPIC delivered impactful gambling the risks of problematic betting the BigDeal website dedicated to young
harm awareness sessions to 15,284 people’s information; advice and support;
and gaming, and in particular, and the roll out of a comprehensive
young people across 81 school visits in
the 2020/21 academic year. As a result
its close links to sports betting content framework, which will allow
of restrictions caused by the COVID-19 integrity breaches. Furthermore, parents, professionals and young people
to pick workshops from a range of inter-
pandemic, EPIC explored alternative they are now better aware of
delivery methods to allow them to related topics to betting and gaming
the support mechanisms that related harms.
continue to reach this vulnerable and
important audience. The outcome from this are available to them and have In addition, YGAM have delivered their
was enhanced materials to improve the a deeper understanding and City & Guilds Assured training to teachers,
resources available to teachers outside of knowledge of this issue. We look parents, youth workers and other
the training sessions. professionals working with young people.
forward to a long and successful This training is focused on identifying
We also support EPIC to deliver awareness
partnership and would absolutely signs of harm, and signposting to the
sessions in the USA, which is providing
support as sports betting is licensed and recommend this to all NCAA help and support available. The training
equips participants with the skills to deliver
launched in an increasing number of states. programs across the nation.”
interactive workshops to young people in
Over the past year, we supported EPIC to
AJ Schaufler - Associate Athletic Director the community. Since 2019, the partnership
deliver 71 ‘first of its kind’ education and
for Compliance, Monmouth University. has reached 6,314 professionals.
advice sessions to groups that may be
more likely to experience problems with
betting and gaming – such as college
and professional athletes. EPIC have Global Game Quitters
partnered with over 40 universities around
the country, as well as national players’ Game Quitters is a global platform for mental health awareness, education and
associations, to deliver the sessions. advocacy for gamers and their families. Over the past year, with funding from Entain
This is putting harm prevention, sports Foundation US, they recently launched Mind Your Game, a new awareness campaign
betting integrity, and player protection at to target specific gambling-related concerns in gaming and esports. In its first year,
the front and centre of conversations at the initiative is on track to reach over 500,000 people online, with 18 people referred to
a time when it is needed most. In 63% of online therapy sessions through Kindbridge teletherapy services.
sessions at least one participant reached Mind Your Game involved creating a Gaming & Gambling resource page on the Game
out for more information or for signposting Quitters website, which includes four educational videos that focus on specific issues
to support. Signposting ensured that those to be aware of such as skins gambling (where online gamers exchange virtual goods
seeking support were connected with that they’ve won or bought in multi-player games for virtual gambling chips) and
the most appropriate individual for their esports betting, along with practical tips and strategies to reduce related-harms, and
personal situation. how to find professional support. The content is promoted via social media campaigns
and email newsletters.
Entain plc | Social Impact at EntainSafer betting and gaming 11
UK Through the pandemic, some of the
support that we provided allowed
Cognacity to adapt their programmes
Providing treatment for to be held remotely. This has informed
further thinking on development of a
those most affected by gambling hybrid model suitable to provide wider and
quicker access to these services, which
For those who find that they are experiencing problems will also include relapse prevention groups.
with gambling, we partner with organisations that share In addition, Leon House has progressed
development of targeted intervention work
our commitment to safeguarding the wellbeing and with UK armed forces veterans and serving
welfare of people who need help if their gambling starts to military personnel to offer free assessment
and treatment for gambling issues.
affect their lives. We highlight three leading organisations
that we support directly, and which are providing cutting
86%
edge treatment for those most affected by gambling harm.
Cognacity@Leon House
of participants were abstinent from
In 2019 we committed to contribute gambling at last observation after
£500,000 over two years for our partners attending the Cognacity@Leon
I thought I was on my own,
Cognacity@Leon House to deliver support House treatment programmes.
to those suffering from gambling-related nobody understands why
harm. This treatment facility involves I gamble, how much I lost
comprehensive assessments of individuals and that was not just money
affected, delivering short-burst residential Using learnings and expertise from its
& outpatient treatment programmes, and but everything from family, treatment, Cognacity also provide us with
providing care plans and signposting to relationships, work and friends. advice on how to improve our internal
other services. Thanks to Leon House I am safer betting and gaming processes,
further strengthening our player protection.
Cognacity are a team of world-leading getting my life back on track.” They also have an ongoing collaboration
experts in mental health care and services, with Exeter University, enabling them
Leon House short-burst residential and
with specialist expertise in gambling- to contribute to research into gambling
aftercare participant. 18 months later,
related harm. They work closely with treatment.
they still abstained from gambling.
Leon House Health and Wellbeing, the
UK’s leading residential mental health Gordon Moody
and addiction clinic. Cognacity@Leon This programme has had a significantly
Gordon Moody is a charity dedicated to
House delivers the short-burst residential higher retention rate than the national
helping people reclaim and rebuild their
treatment programs for problem gambling average, suggesting patients attending
lives free from gambling addiction through
from their purpose-built 24-bedroom the programme received the help
recovery in a safe, supported environment.
residential facility in Manchester. they needed. According to their data,
Our support helped Gordon Moody make
approximately 70% of those seeking
Over the past two years, Entain funding much needed improvements to their
support at Cognacity@Leon House
has enabled 154 comprehensive treatment facilities during the COVID-19
completed the course. The outcomes from
assessments and 100 individuals period.
the programme have been positive, with
to access support. This includes 67 86% reporting abstinence from gambling Gordon Moody also developed a weekly
individuals accessing 3-day intensive at last observation (six or 12 months support programme for those awaiting
residential gambling treatment programme after the programme), with improvements treatment who are at risk of disengaging
at Leon House (or online during the in self-reported ratings of quality of life and returning to harmful play. This has
COVID-19 pandemic) followed by before versus after the programme. increased the retention rate of those
individual follow-up therapy and relapse
initially seeking treatment who stay
prevention (a minimum of six sessions per
engaged in the programme and go on to
person, with a total of 258 one-to-one
receive the treatment they need. In 2021,
sessions delivered).
the weekly support has helped to improve
this retention rate to over 70% – up from
44% in 2019 – and helped Gordon Moody
to better understand complex cases.
We also provided funding to Gordon
Moody’s online Gambling Therapy
service which has enabled the charity
to reach an increasing number of people
needing support worldwide, with over
5 million people accessing the service.
Entain support enabled Gordon Moody to
increase the number of advisers provided,
including advisers fluent in languages such
as Russian and Polish.
Entain plc | Social Impact at Entain12
Promoting
grassroots, women’s
and disability sport
UK This year, we extended our long-term
50
partnership with SportsAid through to
SportsAid the Paris 2024 Olympic and Paralympic
SportsAid is the only national charity in Games, doubling the financial backing
the UK of its kind, helping young British made thus far and increasing our total
up and coming athletes provided
athletes aspiring to be the country’s next commitment to around £500,000 by 2024,
with financial support, recognition
Olympic, Paralympic, Commonwealth thereby ensuring more up-and-coming
and personal development
and world champions. SportsAid as a athletes benefit from the programme.
opportunities, through our multi-
whole supports over 1,000 young athletes year strategic partnership.
each year by providing them with a
financial award to help towards training,
equipment and competition costs, as SportsAid found that 61% (or 242 athletes) Ruth Mwandumba –
well as personal development training. of those selected to represent Team
SportsAid also provides access to a variety GB at the Tokyo 2020 Olympic Games
Shooting
of online workshops for athletes and their have received financial support and
Supported by Entain in
parents, online access to Olympians and recognition from the charity during their
Paralympians, and attendance at the careers. Through our multi-year strategic 2018 & 2019, Ruth made
House of Commons (where MPs meet partnership, Entain’s contributions to a huge social impact
athletes). These athletes are Great Britain’s SportsAid provides 50 up and coming over the last year, using
brightest sporting prospects. They are athletes each year with financial support,
nominated to SportsAid by the national recognition and personal development her voice and platform
governing bodies of more than 60 sports. opportunities. to be an advocate for
young black athletes in
Shooting. Picking up the
GB Shooting 2020 Social
Impact Award at the end
of last year. Ruth has
made it her mission to
become a role model in
her sport. Ruth is aiming
to compete at the Paris
2024 Olympics.
Entain plc | Social Impact at EntainPromoting grassroots, women’s and disability sport 13
UK
Pitching In
Pitching In launched at a time when
football clubs and sporting organisations
have been facing the unprecedented
impact on their finances of the Covid-19
pandemic. Launched in September 2020,
the multi-million-pound, multi-year,
investment programme kicked off with a
flagship partnership with the Isthmian,
Northern Premier and Southern Leagues –
collectively known as The Trident Leagues
– which make-up levels seven and eight of
the English football leagues pyramid.
The Trident Leagues, which trace their
roots back to the nineteenth century, are
at the heart of the national game, with
245 clubs and 15,000 players registered
across the three leagues in many villages,
towns and cities of England and Wales.
The partnership, with each league taking
the ‘Pitching In’ title, will deliver vital
financial support, as the leagues seek
to cope with the consequences of the
COVID-19 pandemic.
In the Northern Premier League, the
contributions received were used to fund
the purchase of footballs for all the clubs
whilst also providing the ability for clubs
to commit to community engagement
projects. During 2021, these activities led I started out playing for Wealdstone FC before joining Coventry City
to improved community engagement with so I understand how important funding is to the non-league game.
10 clubs receiving funding directly from the
Grassroots football is facing huge challenges at the moment and many
NPL. The league profile was improved with
viewership on social media expanding into clubs are struggling to stay afloat. Entain’s Pitching In investment will
Twitter, Facebook, and Instagram. Finally, help make a big difference to hundreds of clubs and thousands of
sponsor compliance improved due to being players across the country.”
monitored by the NPL’s commercial and
compliance manager. Stuart Pearce, Pitching In Ambassador
The Southern Premier League used part of
the contribution for their community fund,
benefitting 16 clubs, with schemes such as
youth football (boys and girls), disability,
schools, military veterans, mental Greece & Europe
health, safeguarding and community
engagement. Our contributions are used Team Future: Supporting budding Greek
to benefit the member clubs for material Olympic athletes
items, such as to pay membership fees
Through Entain’s bwin brand, we promote sports in Greece by supporting clubs,
for the 2021/22 season, following the
European tournaments and individual athletes. Team Future supports the next
loss of income through the pandemic.
generation of Olympic athletes consisting of 18 talented athletes, who strive daily to
Our contributions also covered the cost of
achieve their goals. Six of these athletes were selected for the Tokyo 2020 Olympics.
insurance and supplied 32 match balls to
In summer 2021, Elina Tzengko, who is part of Team Future, won the javelin gold
each club. There was an 81% increase in
medal at the European U-20s Championships in Tallinn, Estonia.
website users and page views this year,
raising the profile of the league. At the European level, bwin signed a ground-breaking partnership with UEFA to
become an Official Partner of both the UEFA Europa League and the newly formed
In addition to financial support, a key focus
UEFA Europa Conference League, for the next three seasons. In addition, we have
is to facilitate and encourage community
a successful multi-year partnership between EuroLeague, the largest basketball
volunteers to do some pitching in of their
competition that continuously draws in thousands of fans.
own and contribute their time and effort.
A Pitching In volunteering scheme will bwin Cares also supports other local community initiatives in Greece via organisations
be established to link UK based Entain including Médecins du Monde, Fire Service, NGO Boroume, and to children and young
colleagues with their local clubs to further people through ELEPAP, Together for Children, Open Door, Make-A-Wish Greece, and
strengthen community ties. Ark of the World. Overall bwin supports initiatives in 60 local communities in Greece.
Entain plc | Social Impact at Entain14
Promoting diversity
in technology
In November 2021 we launched EnTrain, a multi-million- In March 2021, we announced that we
are providing $250,000 of funding to the
pound global programme to promote increased access to, organisation to expand its global pipeline
and diversity within, technology. The Group has set the of programmes to spark girls’ interest in
technology. This pipeline includes free
ambitious target for EnTrain to positively impact the lives coding clubs, at home modules, virtual
of 1,000,000 people around the world – either directly or mentoring, panels and workshops as
well as career fairs. Through these
through their families and dependents – by 2030. programmes, Girls Who Code has reached
more than 300,000 young women globally
As new and future generations face an and has nearly 90,000 college-aged
increasingly digital world, the opportunity alumni3, who are majoring in Computer
to level the playing field by diversifying Science and related fields. Alumni are 15
human capital, reorienting, and reskilling Girls Who Code changed my times more likely to study such degrees,
the workforce has never been more when compared to the US average for
life. I found a new interest that
pressing. As of July 2021, over 40% of the female enrolments. Over half of the girls
world’s population did not have access eventually became a plan for served by Girls Who Code are from
to the internet, which, if not addressed, a college major, and a new historically underrepresented groups.
could lead to a digital skills gap that confidence in my ability to
results in a loss of $11.5 trillion by 20282.
As a company that develops cutting-edge accomplish things because I want
technology, we’re determined to use our to, not because they’re easy.” In 2021, there are nearly 90,000
position to provide opportunities that will Girls Who Code alumni who are
Andrea Gonzalez, Girls Who Code
help to address this picture. college-aged or post-college
Alumna
The EnTrain programme is comprised of aged—almost 3 times the
four core initiatives: number of women graduating
• Entain Academy: Supplying USA, Canada, UK and India with computer science and
transformative tech training for the next related degrees in the US in 2019.
generation Girls Who Code
• Entain Scholarships: Providing the Girls Who Code is an international non- The COVID-19 pandemic response and
platform for a diverse selection of profit organisation working to close the shift to remote learning has allowed Girls
candidates to become digital pioneers gender gap in technology and change the Who Code to extend their reach and
image of what a programmer looks like community to more female students,
• Entain Apprenticeships: Expanding and does. With their initiatives, Girls Who eliminating barriers to participation like
internal and external apprenticeship Code are leading the movement to inspire, geography.
schemes with new and existing educate, and equip young women with the 2
Kepios 2021
partners. Enabling our apprenticeship computing skills to pursue 21st-century 3
Across Girls Who Code’s operations, not just from
partners to provide technology courses opportunities. Entain support
for people in developing countries
• Entain Partnerships: Building on our
existing partnerships with organisations
including Girls Who Code and Chance
for Childhood and forming new
collaborations with charities and non-
profit organisations to improve diversity
and increase access to technology for
educational purposes.
As well as identifying new opportunities,
EnTrain brings together a number of the
Group’s existing initiatives under a single,
focused banner. In this section, we outline
some of these key initiatives
Entain plc | Social Impact at EntainPromoting diversity in technology 15
Germany
Berlin University of
Technology and the Nexus
Institute
A team led by Professor Hans-Liudger
Dienel (head of the Department of Work,
Technology and Participation at the
Institute for Vocational Education and
Work Education at Berlin University of
Technology (TU), and also director of the
Nexus institute) is developing a short-term
executive training programme to promote
Gendered Innovations. The project with
TU Berlin and the Nexus Institute joins the
list of internationally significant initiatives
around increasing opportunities for more
diversity in R&D and technology’ launched
by the Entain Foundation.
Historically, the impact of gender
perspectives in the R&D processes have
not always been fully considered, leading
to products, services and measures
that are typically designed from a male
perspective which fail to account the
usage needs specific to females. This can
lead to experiences that are sub-optimal
for women and girls. In response to this,
a large international research consortium
led by Stanford University and funded by
the European Commission developed the
Australia concept of Gendered Innovations.
Gendered Innovations employs methods
The Tech Girls Movement of sex, gender and intersectional analysis
Foundation I was never as interested in to create new knowledge in medicine,
The Tech Girls Movement Foundation was technology and science before… engineering, and information and
founded in Queensland, Australia in 2014 but now I’m intrigued about what communication technology (ICT).
The concept has garnered attention in
with the aim of actively challenging gender science and technology recent academic discourse and is now
stereotypes that limit girls’ participation
in Science, Technology, Engineering,
can do.” being supported by numerous case studies
and Mathematics (STEM) subjects. Their Tech Girls 2020 Competition participant (e.g. Gender Bias in AI). However, there
vision is to create a society in which girls has not been a set curriculum for teaching
confidently lead in STEM entrepreneurship Gendered Innovations at university or on
and contribute to their community and producing high-quality business plans, online courses for industry representatives.
the economy. They achieve this by pitch videos and working app prototypes. The programme developed by TU Berlin
championing Australian school girls using Over 10,000 girls have participated in the and the Nexus Institute aims to close this
hands-on learning to transform their future last eight years. gap. It is aimed at innovation managers,
and encourage equity in the technology founders and start-ups as well as R&D
The Tech Girls competition takes a
industry. personnel in the private sector, higher
timely, holistic and evidence-based
Since 2014, Tech Girls Movement has approach to provide girls with STEM skills, education and research organisations.
organised an annual competition for mentoring and positive role-modelling, Consisting of seven modules, the course
female students aged 7 to 17 that and by engaging the community through combines theoretical teaching with
combines problem-solving through industry partnerships, school and parent practical tips for implementation in
a social, business and technical lens, collaboration. The Tech Girls competition participants’ own organisations.
often comes at a crucial time in the
formative stages of young people’s STEM
80%
education. Key interpersonal skills are also
addressed as the competition is team-
based, workshops provide entrepreneurial
skills, and girls build rapport with their
of students who participated in mentors who are female industry experts.
Tech Girls competition are now
more confident about developing Through support from the Entain
new ideas using technology (2020 Foundation, Tech Girls Movement
participants). Foundation was able to provide free
competition places for girls who faced
financial barriers to participating.
Entain plc | Social Impact at Entain16
Supporting local
communities where
we operate
Africa and are at high risk of being excluded from
early care and education. This stigma,
Chance for Childhood coupled with a lack of education on
Chance for Childhood is an award-winning disabilities, means that parents often don’t
charity working in Africa to support the know how to communicate with their child,
most vulnerable children, such as street leading to a life of loneliness and isolation.
connected children, disabled children,
The Entain Foundation is helping to break
children affected by conflict or kids in
through this loneliness by providing
prison. The charity believes the only way
essential support to parents through
to break the vicious cycle of poverty and
Parent Support Groups that equip them
exclusion is through an approach tailored
with the knowledge to support their child’s
to the unique needs of each child.
development, wellbeing, and learning. The
Through support from the Entain Group also provides parents with a space
Foundation, Chance for Children supported to share their experiences and learn from
714 marginalised women, children and each other. Overall, Entain’s support has
families through four key programmes: helped establish three new Parent Support
Groups, benefiting 48 families in total.
• Changing the first 1,000 days for
children in Ghana by supporting 600
out-of-school street-connected children
in Accra to access and thrive in early
childhood education
• Enabling children affected by conflict
in the Democratic Republic of Congo
Before, it was difficult for us to feel confident about having a
to access education, with 452 children
expected to be re-integrated back into child with a disability in the community. But after the training
school in 2021. (received through the Parents Support Group), we learned
• Providing critical legal support to children more about what it means to have a child with a disability
and women in Northern Uganda, where and the rights of that child. We have gained confidence to
refugees who have fled war end up teach others in the community about the rights of children with
committing crimes just to survive.
75 children and 8 women refugees have disabilities.
received support through legal aid and
psycho-social support, with preventative
Our communication has improved too, and I’ve learned how to
support provided to an additional 23 communicate with my child by using sign language. Now I can
children and 108 women who are at risk even ask him to bring me something.
of committing similar crimes.
• Changing lives for children with
The support has had a tremendous impact on our family.
disabilities in Rwanda, with 48 families Before, we didn’t see our son like the other children in our
supported through the parents support family, but today he plays with other kids and goes to church
groups and pig farming initiatives. with us, something which was not possible before.”
In Rwanda there still exists deep rooted Story from Cali, Parent Support Group member in Rwanda
discrimination towards children with
disabilities, who are often subject to
stigma, abuse, exploitation and neglect,
Entain plc | Social Impact at EntainSupporting local communities where we operate 17
UK
The Ladbrokes Coral Trust
The Ladbrokes Coral Trust (LCT) was first
established in 2003. LCT uses the Group’s
network of Ladbrokes and Coral retail
betting shops to run a variety of fundraising
initiatives which provide funding for
UK-registered charities across the three
main areas of healthcare, education and
community – three areas that are important
to us and our customers. Since its inception,
the LCT has raised almost £10 million for
thousands of good causes across the UK.
The LCT has two long term charitable
partners: Children with Cancer UK –
Global affiliated with Ladbrokes – and Prostate
to demonstrate positive environmental
Cancer UK – affiliated with Coral.
outcomes and wider societal benefits.
Brynk Children with Cancer UK are the leading
To deliver impact, Brynk invests in the
Brynk is an independent platform which national children’s charity dedicated to
Eden Reforestation Project, which has
facilitates tree planting and forest the fight against childhood cancer. Their
a holistic approach to reforestation and
protection projects across the globe. mission is to improve and support children
ecological restoration. They partner with
Brynk partners with individuals and and their families to live better with and
villages to hire and train local people
businesses to help address the climate after treatment. For example, they are
to plant new, local tree species, and
crisis. With our ambition to become investing in research to develop safer,
protect their new local forests. The Eden
net-zero by no later than 2035, we are kinder & more effective childhood cancer
Project operates globally, with projects in
working hard to drastically reduce our therapies, with less side effects. Children
countries including Ethiopia, Madagascar,
own footprint – both in our own operations with Cancer is the official charity partner
Nepal, Haiti, Indonesia, Mozambique,
and value chain. However, we realise that of the Group’s Ladbrokes brand. In 2019
Kenya, Nicaragua, and Honduras.
on our net-zero journey there is likely to the Group donated the shirt sponsorship
be residual emissions that will require us Entain has funded the planting of half rights it held for Charlton Athletic FC and
to invest in robust and certified carbon a million mangrove trees since the start AFC Sunderland to the charity.
removal projects to offset those emissions of the partnership. These act as shock
that cannot be eliminated. We have absorbers for the climate. They are fast
£10m
commenced this journey by committing growing, stabilise areas vulnerable to
to plant one million trees with Brynk. Our erosion and a rising sea level, provide
contributions to Brynk are not considered habitat for fish, whilst also helping
as an offset to our carbon emissions to sustain the livelihoods of local raised by The Ladbrokes Coral
in our GHG reporting but are expected communities. Trust since its inception for
thousands of good causes across
the UK.
India
Prostate Cancer UK’s top priority is funding
Supporting communities during Covid-19 research to stop prostate cancer killing
With over 2,500 colleagues employed in our Hyderabad-based technical centre, men. They invest millions to find better
Entain is closely linked with India. To provide support to Indian communities that treatments and create better tests that
were hit particularly hard by the covid-19 pandemic, we supported the work can spot fast-growing cancers early
of Crown Agents. Crown Agents is a not-for-profit international development which could then be used in a screening
company that works in partnership with their clients to design and implement programme to save thousands of lives.
practical solutions to their needs. They work with leaders to accelerate self-
sufficiency and prosperity for their communities, businesses, institutions and
countries. These leaders could be heads of state or school teachers, global
companies or local entrepreneurs, partners or donors.
During 2021, when the pandemic continued to affect communities across the
world, India was hit with soaring case rates of Covid-19 and a lack of available
oxygen for those being treated in hospitals. The biggest challenge when
responding to emergencies is the limited access to funding and being able to
respond quickly when disaster strikes.
With our support, Crown Agents
116
were able to respond quickly and
provide 116 oxygen concentrators to
hospitals in Patliputra Colony, Bihar
in India. Entain’s’ support also kick-
oxygen concentrators provided
started similar responses from other
to hospitals in India in response
foundations and corporates to support
to the Covid-19 pandemic.
the appeal.
Entain plc | Social Impact at Entain18
Concluding remarks
Chair of the Board
ESG Committee
Thank you for reading our first Social Impact Report.
Thank you for reading our first Social We have started this work already.
Impact Report. This report provides a For example, we recently committed to
selection of inspiring case studies of the positively impact the lives of 1,000,000 We’re still learning, and
work that our partner organisations are people by 2030 through our EnTrain
doing, and how Entain is supporting programme, providing access to have a plan to take
them to achieve their goals. With our
commitment to contribute £100m over five
technology education.
our social impact and
An increased global focus and
years, we are excited to share with you
empowering our global operations to reporting to the next
more stories as we increase our breadth
and depth of the impact being achieved
deliver impact level.”
through our contributions. In addition to the projects that are run
with our global strategic partners, we
This report also marks the first time we’ve
also empower our local offices to partner
publicly shared some of the quantitative
with organisations in their markets and
measures of our Social Impact from
communities that are working to deliver
around the world and we look forward
impact in our key focus areas. In future
to developing our reporting as we move
reports, we plan to share more stories with
forward, with a focus on four key areas:
partners from around the world.
Continuing to support our partner
We will not stop challenging ourselves to
organisations scale their impact
be bolder, better and braver on scaling up
Most importantly, we’ll continue to our positive impact on society in everything
increase the impact that our contributions that we do. This report demonstrates that
are having, working closely with our we have taken some big steps forward and
partners to provide support where it is we are excited for the journey ahead.
needed most. We continue to deepen our
relationships with our current partners, but Virginia McDowell
are also open to new opportunities that
Chair of the ESG Committee
align with our core areas of focus.
A greater focus on impact measurement
and frameworks
This report covers many examples of the
qualitative impacts that we’re enabling
through partners. In addition, we also
share some data on the number of people
positively impacted, research papers
produced, training delivered, and so
forth. Over the next year, we’ll develop
our impact reporting frameworks and
methods, aligning with best practices
and look to report robust metrics that
demonstrate our impact.
Introduce social impact commitments
For each of our social impact areas, we
think strategically and long-term about
how we can deliver benefits. As part of
this, we will establish commitments about
the impact that we hope to achieve.
Entain plc | Social Impact at Entain19
Acknowledgements
This report would not have been possible without the input and
ongoing dedication from the partners that we work with.
brynk.eco chanceforchildhood.org childrenwithcancer.org.uk cognacity.co.uk
crownagents.com divisiononaddiction.org epicriskmanagement.com gamcare.org.uk
begambleaware.org gamequitters.com girlswhocode.com gordonmoody.org.uk
leonhouseprivateclinic.com londonambulance.nhs.uk isthmian.co.uk prostatecanceruk.org
southern-football-league.co.uk
thenpl.co.uk
sportsaid.org.uk techgirlsmovement.org unlv.edu/igi ygam.org
Feedback
We welcome feedback and suggestions on the contents of this report, or any aspect of our social impact programmes.
For information on how to get in touch, please visit https://entaingroup.com/contact-us/
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